The Product Diffusion Curve

Targeting Different Client Groups at Different Stages of a Product's Life

The Product Diffusion Curve is a useful model
that helps you think about who you should be targeting at different
stages of the life of your product or service.

With an understanding of the Product Diffusion Curve, you can target
your marketing efforts intelligently, getting the best returns from
your effort. More than this, you can maximize the chances of success
for your product, for example, by pinpointing the most influential
target clients right at the start of your marketing effort.

Understanding the Product Diffusion Curve

The Product Diffusion Curve model uses a bell-shaped curve or an
s-shaped curve to show the stages in which a successful product is
adopted by people within your market.

The curve is shown below:

People within the market are represented depending on how quickly
they accept and purchase new products. Some welcome novelty,
adopting new products as soon as they come to market. Others only
purchase new products only when it becomes the last resort.

According to the model, five different groups of people will
purchase your product at different stages of the product's life:...